Relatively speaking, Google’s +1 button is a new feature in search. However, it has already begun to affect searches in a big way. So much so, people have been trying to make, sadly, an unscrupulous business out of it.

Lately, sites have been springing up that offer to sell +1’s for your website. For a fee, you can get any where from 50 to several thousand unique clicks for the +1 button on your site — a practice which goes directly against Google’s quality guidelines. In the biz, its something we refer to as “black hat SEO.”

While tactics like this may be tempting, and can even provide some short term benefit, they can become detrimental or disastrous in the long run. In the case of buying +1’s for your site, there can be a number of ill-effects.

You may receive a penalization at a later date — Google prides itself on providing quality search results, and it doesn’t take kindly to those who try to game the system. If future algorithms can detect your purchased +1’s, you will have wasted your money and seriously harmed your website’s ranking in Google search.

It’s a spamming technique, and lowers quality — Consider what the +1 button is: a relevancy indicator to enhance social search. By paying a few hundred unrelated, non-relevant users to +1 your site, you can hurt your ranking in the long term and obscure your brand’s overall message to consumers.

It can mess up your analytics — The “audience report” in Google Analytics tells you the demographic and geographic information about users who’ve +1’d the pages on your site. It’s a great way to learn about your audience so you can cater to them better. Paying for a large amount of unnatural +1’s will skew this data and ruin your chances to find and target your actual, converting audience.

All of these negative aspects have the potential to harm your site. For long term success, you should always follow the best practices guidelines and stick to “white hat” SEO techniques.